Research On Competitive Strategy Of Yizhao Shoes Co.Ltd

In recent years,with the overcapacity of the shoe and clothing industry,serious product homogenization,the cost of raw materials and labor rising year by year,the intensified competition in the same industry and other problems make many shoe and clothing enterprises are in the development bottleneck,and even facing the survival crisis.Hebei Yizhao Shoes Co.,Ltd.is a small and medium-sized shoe and clothing production and sales enterprise integrating product design,production and marketing in Hebei,the enterprise mainly produces casual shoes and sports shoes.In this context,in order to develop,the company urgently needs to develop a strategy in line with its own development to realize the transformation and upgrading of the enterprise.This paper introduces the current development situation of Hebei Yizhao shoe industry,through the use of PEST analysis method,five force model,EFE matrix,IFE matrix and other analysis tools,through the analysis of the internal and external environment of the company’s current internal advantages and disadvantages,as well as the external opportunities and threats.Combined with the comparative analysis of the three basic competitive strategies,it is concluded that the most suitable competitive strategy of Hebei Yizhi Shoes Company should be the differentiation strategy.In order to implement the differentiated competition strategy: this paper has formulated a series of implementation means for product differentiation,marketing channel differentiation,product price differentiation and brand image differentiation for Hebei Yizhao Shoes Co.,Ltd.Finally,the smooth implementation of differentiated competition strategy is guaranteed from the construction of excellent enterprise culture,the improvement of management system,increasing the introduction and incentive of R & D talents,and the control of differentiated operating costs.The main purpose of this paper is to find a scientific and reasonable competition strategy for Hebei Yizhi Shoes Company,hope that through the research of Yizhi Shoes Co.,Ltd.,can provide reference for the same scale of other enterprises to develop enterprise competition strategy.